Living in a wealthy nation provides the convenience of finding all necessary items at the local supermarket. This is an advantage of living in a capitalist society; however, there is another aspect that many scientists and philosophers emphasize – consumerism. Consumerism is characterized by consumers’ constant desire to buy more goods, even if they are unnecessary. Manufacturers actively promote this behavior by encouraging people to make more purchases. The smartphone industry serves as a prime example of this phenomenon. Pulitzer-Prize-winning American author Anna Quindlen points out that individuals in the United States replace their cell phones every 16 months, not because they are old but because they are slightly outdated (2008, para. 6). Consequently, due to this consumerist mindset, possessions become less valuable as people continue to accumulate them.
The prevalence of advertising in capitalist societies plays a significant role in promoting consumerism. Advertising is crucial for marketing products and also has a psychological impact. Advertisements depict products as essential items that are necessary for maintaining one’s social status. Consequently, they create a demand for luxury goods rather than merely appealing to wants. Many print and television advertisements convince consumers that their personality and character are defined by owning items such as a Gucci bag, a Calvin Klein dress, or a pair of Jimmy Choo shoes, rather than their inherent qualities.
Youth are often the most vulnerable target of advertisers due to their susceptibility to manipulation. Unlike adults who can distinguish between their wants and needs, young people lack critical thinking skills. They are easily influenced by the desire to keep up with modern trends and obtain the latest gadgets (Schor, 2004, p.11). Quindlen (2008) provides a personal experience that exemplifies this manipulation. She admits that television advertising had such a strong impact on her as a child that she became obsessed with getting a Chatty Cathy doll, to the point that seeing it under the Christmas tree nearly overwhelmed her (para. 3).
In addition to advertising, there are other factors contributing to the growing population of individuals obsessed with constantly purchasing new items. Marketers have likened consumers to roaches, stating that no matter how much advertising is directed towards them, they eventually become immune to its influence. This suggests that advertisements no longer have a significant impact on most people. Despite their persuasive nature, if advertisements were truly effective, people would be flocking to stores in even greater numbers to buy the products being advertised.
The concept of permanently acquiring possessions has been embraced by many individuals, including adults and adolescents, due to their lack of resource management skills. Young people who have not earned money themselves often fail to grasp its value and rely on their parents to satisfy their desires influenced by advertising. A survey conducted by the charity organization Jump$tart Coalition in the United States revealed that children have a limited understanding of money management, scoring an average of 52 percent (From Consumerism to Personal Bankruptcy, n.d., para. 16). Even adults prioritize spending their disposable income on luxurious items or vacations rather than saving it. However, both university and high school students take on part-time jobs as graders or professors’ assistants not only for educational enrichment but also for effective handling of their hard-earned money. The recession has significantly decreased adults’ earnings, compelling them to control expenses and pay off debts. These factors weaken the indirect link between poor financial management and consumerism.
It is crucial to recognize that failure to save money will result in individuals spending it on unnecessary items, ultimately fueling consumerism. As stated in a publication by the Christian Science Monitor, “Americans’ personal savings declined to -0.5% last year, which signifies the first time since the Great Depression that the savings rate has been negative for an entire year… this clearly illustrates the significant impact of consumerism on the American mindset” (para. 3).
The changing priorities of people have played a significant role in consumerism. Previously, individuals had to prioritize their needs over their wants due to limited incomes. This required them to develop the skill of sorting their needs by importance, avoiding the stress of loans and debt. However, with the introduction of credit facilities, consumers now have the ability to purchase desirable items they couldn’t afford before. Credit cards create the illusion of unlimited financial resources and make the only decision left for buyers to decide what they want to buy first. As a result, the world is perceived as a massive mall with easily accessible products. Furthermore, a 2008 article titled “Dhamma in the age of Globalization” mentions that the average modern individual sees themselves as the center of judgment and treats others as tools to fulfill their own goals. This mindset has contributed to the consumerist attitude towards life and its negative consequences.
Several factors contribute to the spreading of the consumerist ideology, including overexposure to advertising, a lack of financial skill, and a shift in global values. To prevent or slow down this thoughtless attitude toward life, money, and goods, it is important to provide financial education to different age groups. This education should teach individuals how to effectively plan a budget and examine the psychological motives behind their desire for acquisition. It should also help them recognize the tricks used by manufacturers and advertisers to capture their attention and manipulate consumer wishes and perspectives. Emphasizing the benefits of a critical attitude toward saving money and reducing stress is crucial. Additionally, teaching youth the value of money and how to differentiate between needs and wants can foster a healthier attitude toward goods. Although completely eliminating consumerism is unlikely in the near future due to its complexity, the recent recession has had a significant impact on consumer spending. If this trend of reduced spending continues, it may challenge consumerism’s materialistic illusion of life.
The novel, The Brave New World by Aldous Huxley, delves into the significance of consumerism and advertising in society, a theme that remains relevant today. In the book, consumerism and advertising serve as distractions for society and contribute to a stable and content community. This parallels present times where people heavily rely on consumerism and advertising, although their control over it is not as extreme as depicted in Brave New World. According to Twitchell (1), shopping has become an avenue for seeking happiness during challenging periods. However, society’s dependence on money and material possessions often overshadows other significant aspects like religion, family, and education. Twitchell (4) argues that consumerism is wasteful and solely focuses on immediate gratification rather than spiritual concerns. This aligns with the societal emphasis on the present instead of any spiritual values portrayed within Brave New World. John’s inquiry about hope (Huxley 89) reflects the detachment from religious beliefs presented in the novel.
Advertising and consumerism define the 21st century.
The advertising industry has become extremely successful in targeting the consumeristic mentality of Americans. People are constantly bombarded with persuasive messages urging them to acquire the latest and best products. Throughout time, propaganda has been used to manipulate and attract individuals, and as technology progresses, advertising becomes even more prevalent. Mass media platforms like television, radio, internet, and cell phones allow advertising to dominate society. The advertising industry excels at capturing public attention by making everything seem captivating in nature.
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Advertising has created a link between success and the acquisition of superficial goods, leading people to believe that the more possessions they have, the better they are. This prevailing belief allows advertisements to thrive in all forms of media in our society.
The Role of Television Advertising in Consumerism
Consumerism is a significant factor in people’s lives worldwide. There are various societal concepts that impact our spending habits, ranging from comparing possessions to income levels. However, what influences individuals to spend beyond their means and potentially question their social standing? Advertising, specifically television advertising, warrants investigation as it presents numerous persuasive techniques to its audience. This article seeks to explore the impact of television advertising on consumer spending, drawing from personal experiences and research. Considering that almost every household possesses a television, it is essential to understand how this medium contributes to our consumption habits.
